This case study explores the failure linked to Lidl's Deluxe Kangaroo Steak, an exotic, yet inexpensive meat product which offers both novelty and nutritional value.

BUDGET SUPERMARKET LIDL LAUNCHES EXOTIC BUT INEXPENSIVE KANGAROO STEAK RANGE Through the launch of its exotic, yet inexpensive Kangaroo Leg Steaks, budget supermarket Lidl had high hopes to provide a diverse range of consumers the opportunity to experience a healthy alternative to traditional red meats. However, despite boasting a range of nutritional benefits, the product was pulled from the shelves in March 2018 following a barrage of criticism, illustrating that the company failed to successfully adapt to changing consumer tastes. Lidl failed to capitalize on consumers' desire to consume exotic, yet inexpensive meat In 2015, Lidl, the global discounter, launched its private label Deluxe Kangaroo Steak range, attempting to offer consumers from all backgrounds the opportunity to experience healthy, exotic meat at an affordable price point. Nevertheless, in March 2018, Lidl made the decision to remove the meat offering from shelves following mass criticism and changing consumer preferences. A Lidl Deluxe Kangaroo Steak 300g, pack of two, was priced at 3.99 ($5.55). This is relatively cheaper than other cuts of meat; the similar weight (340g) of lean fillet beef steak can cost around 11.00 ($15.30). Lidl is the last UK retailer to remove kangaroo meat offerings from the shelves, following Tesco, Morrisons, Sainsbury's and Iceland who all made the same decision. Despite facing disapproval from many sides, including various vegan and animal welfare organizations, Lidl attempted to defend the range and secure consumer interest. Finally, after years of directive campaigns and protests, Lidl eventually agreed to stop selling the product in 2018, stating that consumers and their preferences had unfortunately changed, thus leading to the decision. More to the point, the .supermarket appreciated its lack of judgement, commenting that "consumer tastes" were no longer suited to the range.Due to rising health awareness, the firm believed the product would align to consumers' personal desire to look and feel healthy. It should be highlighted that kangaroo meat is considered a healthy alternative to other red meats, as it delivers various nutritional benefits, such as being low in cholesterol and fat. Moreover, this meat is rich in protein, iron, zinc, and conjugated linoleic acid which is claimed to hold antioxidant properties that can significantly reduce an individuals blood pressure.The downfall of Lidls Kangaroo offering was partly due to the growth of vegan and reduced meat diets. Lidl failed to recognize that consumers are becoming increasingly health conscious, and alongside this consume products which align to this lifestyle choice. A growing awareness of social and ethical concerns, including that of animal welfare and unsustainable 'farming' has occurred in conjunction with the vegan movement, which has led consumers to question the implications of product supply chains. Pressure from both consumers and activist groups such as Viva! ultimately led to the downfall of the Kangaroo range. Veganism and reduced meat demand significantly contributed towards the downfall of Lidl's Kangaroo offering Lidl, upon launching its exotic kangaroo offering, unsuccessfully acknowledged that more individuals in the UK are making the plunge to cut out animal products generally. Indeed, in the UK alone, the number of consumers following a vegan lifestyle has increased over three-fold in the last decade. Veganism is rapidly growing, albeit from a relatively low base; vegans account for 3% of the total population. Notably, a significant proportion of the population claim to be following other reduced/meat free diets such as vegetarian, low meat and pescatarian. Based on the findings by The Vegan Society, the number of vegans in Britain has risen by more than 360% over the last 10 years. Since 2006, the number of individuals aged 15+ adopting the plant-based diet increased from 150,000 to 542,000 (2016). As consumers continue to become more health orientated, consumption preferences increase in complexity, thus encouraging consumers to consume products which align to these lifestyle choices. It is claimed that the perceived health benefits have led to this reduction in meat consumption; vegans typically have lower levels of cholesterol and blood pressure, and reduced risk of heart disease and cancer. Attitudes towards a vegan lifestyle carry importance, driven by celebrities and campaigns. One campaign worth mentioning is 'Veganuary', which proactively encourages consumers to try a vegan diet for a month, and also for the rest of the year. These movements create more awareness and contribute to the general reduction of meat, thus making it more challenging for supermarkets to drive sales of indulgent meat offerings. As such, numerous supermarkets have adapted to this shift by adopting more of a vegan-friendly stance.

Viva! advocates the vegan diet as the best way to end the suffering of animals, and claims there are major ethical concerns relating to hunted wild animals. It set out to create awareness across the UK and strive to bring new people to the concept of going vegan. In 1994, the organization noticed a new 'product' range on supermarket shelves kangaroo steaks. Eventually becoming one of the organization's most successful campaigns, Save The Kangaroo has spanned many years opposing the sale of the exotic meat and targeting various UK leading supermarkets. Viva! claims this modern delicacy was in fact part of the "largest slaughter of land based wildlife in history". Determined and resilient, Viva! pledged to expose the truth behind the trade, thus leading to many victories in the UK - including most recently against Lidl. Viva! founder and director Juliet Gellatley stated The novelty value of so-called 'exotic meat' has been masking the true horror of a brutal business for too many years. As always, Viva! remains committed to supporting Australian wildlife groups to end the bloody trade and celebrate the kangaroo for its unique and iconic status in Australia."Lidl failed to acknowledge various social and ethical concerns, including that of animal welfare and unsustainable 'farming' Consumer awareness for social issues is being heightened by education, social movements and media sources, thus leading to a rise in commitment to more ethical and sustainable consumption choices. One of these ethical concerns is the treatment and welfare of animals and although subjective in its ordinary form brands are attempting to remove animal cruelty among their product ranges. It is apparent that Lidl misjudged its supply chain, ultimately resulting in the failure of the kangaroo range. Consumers in the UK exhibit a strong connection with these underlying values and display greater consciousness for ethical consumption. In fact, nearly two-thirds (63%) of the UK population agree ethical consumption is important in creating a sense of wellbeing/wellness. Although considered controversial by many, the practice of kangaroo culling is carried out in Australia annually to help control and maintain sustainable population levels.

Lidl's Deluxe Kangaroo Steak: Discount retailer forced to pull exotic yet controversial meat from shelves ML00028-028/Published 06/2018 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 9 The Australian government has implemented strict regulations around the "humane killing" of kangaroos. Nevertheless, campaigns such as Viva!, brought to consumers' attention the controversy surrounding the kangaroo meat trade, and potentially unorthodox practices being adopted. In the long run, Lidl did not accept responsibility for any unethical practices in its commercialization of the supply of kangaroo meat. Amongst consumers, it is a common misconception that kangaroos are farmed; however, they are completely wild. Populations in the wild constantly fluctuate and are impacted by various other factors, such as drought and disease. Because these animals are slow-breeding with low-reproductive rates, many wildlife experts warn that treating the trade as a commodity is highly unsustainable. Figure 5: A victory for Viva! as Lidl pulls its Kangaroo range fromthe shelves

Despite the failure of Lidls Kangaroo range, there are alternative ways that food retailers can meet the demands of more adventurous consumers, whilst reducing ethical and welfare concerns surrounding the meat trade. Extending existing product ranges of mainstream meats such as pork and beef to include more luxurious and exotic options is a potential option, in addition to exploring the possibilities of 'cultured meat. Extending a range to include exotic breeds of mainstream offerings will better satisfy consumer demands One compelling argument is that retailers could expand their meat ranges to include ethically sourced meats, such as free range or organic. In turn, this will help supermarkets meet consumer demand for 'clean' and more ethical meat. Another solution would be to improve existing meat ranges by stocking more exotic species/breeds of mainstream meats, especially in pork and beef. This arguably would provide a way of tapping into the consumer desire for more exotic meats, without exacerbating ethical and welfare concerns surrounding the meat trade. Exotic mainstream alternatives could include Wagyu Beef, which is often perceived as a luxurious and succulent meat option. For example, ASDA offer a Wagyu Beef Ribeye Steak which is priced at 24.55/kg ($34.23). The product is a Japanese cattle breed and is reared and fed according to strict guidelines. Alternative Meats also offer Mangalitsa Pork Sausages, which cost just 5.00 per 400g ($6.98). Mangalitsa Pig is a rare breed hog from Hungary that produces a fatty, marbled meat. There is a general reluctance to eat Australia's No.1 animal - the kangaroo - which is considered a national emblem among many. Surprisingly, most natives refuse to eat kangaroo instead it is offered to tourists as a novelty meat, like crocodile and emu. Customarily, kangaroo meat was widely accepted and consumed, especially among the aboriginal Australians. Moreover, when early European settlers arrived the animal was eaten purely as a necessity. Albeit, this will come as a surprise to most brands given Australian's are being urged to consume the meat following unsustainable population levels. Indeed, government figures reveal that the kangaroo population has increased from 27 million (2010) to 45 million (2016). Subsequently, due to a lack of domestic demand, the meat is wasted. a point where they become muscle tissue at this stage the meat is 'harvested'. Lab grown meat demonstrates a realistic opportunity for supermarkets to offer novelty meats, such as kangaroo, whilst at the same time facilitating clean, ethical and sustainable practices. Indeed, consumers are receptive towards the consumption of 'cultured meat' especially among Millennials. In fact, one-quarter (25%) of British Millennials would consider eating lab grown meat on ethical grounds. Generally, vegan meat may help mitigate ethical and animal welfare concerns, thus making it easier for brands, such as Lidl, to market more controversial, exotic, meats

Lidl failed to acknowledge evolving consumer trends and ensure its product range aligned with demand Ultimately, the key factor which led to the downfall of Lidls Kangaroo Range was the companys failure to identify changing consumer attitudes and demands. While Kangaroo meat has a favorable nutritional profile, which aligned with growing consumer health awareness, it also conflicted with the rising prevalence of veganism and reduced meat consumption diets, in addition to a greater knowledge of the social and ethical concerns regarding animal welfare and unsustainable farming. Lidls failure to adapt to these changes alongside exposure of the controversy surrounding the kangaroo meat trade, due to the efforts of animal welfare organizations such as Viva!, eventually led to the failure of this product. Despite Lidls failures, there are still opportunities for food retailers to cater to the demand for luxurious, exotic meats, whilst reducing the ethical and welfare concerns associated with the meat trade. Extending existing product ranges of mainstream meats such as pork and beef to include more luxurious and exotic options is a potential option, in addition to exploring the possibilities of 'cultured meat in the future.

1.a)In this case, explain briefly what is the current issue the company is facing? ( 3marks) (in not more than 100 words). b) You are hired as the market researcher and you will conduct a thorough market research for the company. What is the research objective and the research question you have developed for the research you want to carry on for this organization? (2 marks) (in not more than 100 words). 2.Explain the entire research process: You must use all the knowledge you have gathered from chapter 6 to chapter 11. All the important components of your research must be discussed (how each element is important in completing an error free research) including errors, extraneous variables, reliability, validity, generalizability etc.? You must give strong justification of which experimental methods you have chosen and which survey or data collection methods and why? You must clearly define your sample and sampling technique and the reason for choosing them. (15 marks) (1200 to 1300 words).